Mark Potts is a good friend and one of my favorite filmmakers. I use him as an example all the time – of someone who relentlessly adds to his body of work, knowing that an important part of success is to keep moving forward even when you fail. Mark’s expression of this philosophy is somewhat pithier than mine but you should definitely read what he has to say.
You know when people give you advice and you think, “well, that’s easier said than done,” and you get all pissy about it, and instead of focusing on the advice you focus on how hard it is to follow the advice? I do that a lot. It is really annoying.
But it is a habit I am trying to break because it is counterproductive. And it also goes against my new philosophy in life:
This documentary short was posted to YouTube about a year ago but it’s taken a while for it to reach my notice. In the film, doc filmmakers Steve Rosen and Terry DiBono chronicle what they expect to be an exciting and productive trip to the Swansea Bay International Film Festival to exhibit their doc feature, Boyhood Shadows. Unfortunately they (and other filmmakers depicted in the short) felt that the festival failed to deliver on its promises.
Of course this is the story of a festival as viewed through the eyes of these filmmakers, but it certainly seems like a haphazard event that doesn’t represent the good that festivals can do. There are always filmmakers who feel entitled to certain perks from festivals but that doesn’t seem to be the case here. The loss of both Michael Sheen and Catherine Zeta Jones as festival patrons doesn’t bode well either. It’s too bad – Swansea Bay seems like a beautiful place to attend a festival.
Audience reaction videos are common in Hollywood film advertising, but you rarely see them for indie films. With a little bit of preparation, however, you can use an enthusiastic audience fresh from a screening to build buzz for your film.
It seems to be working for my clients Joke & Biagio, who made Dying to Do Letterman – after their sold-out screenings at Cinequest they went on to win the audience award at that festival. Then they did it again at the Cleveland Film Fest. I hear they have more festival screenings on the way.
After much writing and extensive testing (thanks newsletter subscribers!), I’m proud to announce the availability of the e-mail seminar “7 Days to a Film Festival Strategy.” If you’ve been mystified as to which festivals to pick for your film, this seven-day email course is just the thing.
Given that it could save you hundreds in wasted submissions fees, it practically pays for itself.
If you’d like to sign up you can get started with the form below.
Beta testers who took this seminar earlier this year said:
The entire idea of entering a film festival, where to start, what to do, where to go etc seems so overwhelming. But this seminar was AWESOME at breaking it down step by step into doable parts. It made the entire thought of taking this venture so less overwhelming and stressful.
It was hugely motivating, giving me the excitement about the festival circuit that really helps me to actually spend the money on the festivals I’ve researched.
[The rewards of the film festival circuit] vary for each film maker. A film maker who already has a well paying day job, for example, is looking for something quite different than someone who has put away his own and maybe his partner’s life on hold for two years to make a film. Each festival aspirant needs to recognize this for himself/herself. The seminar helped face up to these issues that have as many diverse answers as the films out there.
This clip is from the instructional video How to Get Your Film Into Film Festivals, and it highlights the surprise that many filmmakers get when they arrive at their second film festival.
While the principles of marketing are much the same everywhere, the specifics of how to reach an audience can be vastly different. Fortunately the festival staff is there to help you understand the rules and vibe of their event. Pay attention to the guidelines they give you and be sure to take advantage of any opportunities for press and marketing through official festival channels. Too often filmmakers figure they’ll be lost in the shuffle or it can’t be worth filling out those forms or whatever – don’t fall into that trap. The rewards at any festival go to the people who show up and put in the effort.
I’ve had a fair number of clients over the last few years go to festivals with marketing plans, but I don’t think I’ve ever had clients who went after an audience with gusto quite like this. Joke and Biagio, the filmmakers behind Dying to Do Letterman, premiered their doc feature at Cinequest this past week. Not only did they create custom videos for the festival that fit their film’s specific theme, but they also hit the streets with friends and family to make sure that people filled those seats.
Check it out:
I love the hospital scrubs – designed to attract attention (when a gang of people walk down the street wearing the same thing, you notice), appropriate to the film’s theme, and comfortable. The buttons are so clever. Because they have a blank space for the recipient’s dream job/trip/whatever, it turns the act of handing off a button into an interaction, an occasion for conversation, and it’s incredibly memorable.
Kudos to Biagio and Joke for killer guerilla marketing tactics – and for having the guts to get out there and promote their film one person at a time. They sold out the premiere and I think their second screening too.
Just one of the reasons I love using MailChimp – customized login screens on special days. This is the screen for March 2nd, which is the birthday of Theodore Geisel, aka Dr. Seuss.
If you send out regular emails, I can also recommend MailChimp as being fantastically easy to use and a damn smart tool. Check it out.
One of my favorite veterans of the indie film world, Saskia Wilson-Brown, gives you the honest &#$!ing truth about the films that festival screeners see way too often.
The Soapbox Doc
Earnest in tone and pointing to legitimate problems in the world, the advocacy doc is also usually incredibly yawnsville. It is healthy and dull, like a brussel sprout for your brain. Like with a brussel sprout, it’s hard to get particularly excited about consuming it. Try adding some humor, a damn good editor, and an opposing point of view. And please: No more films about Katrina or global warming, at least for a little while.
Festival consulting is available at reasonable rates. Whether you just need a few answers or want a complete strategy for your film, I'm here to help. Read more >>
First Time Here?
There's a lot to learn about film festivals. Learn more about Film Festival Secrets and see some of our most popular articles. Read more >>
